Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Butter and Margarine in Pakistan

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Executive Summary

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TRENDS

Packaged butter and margarine continued to witness limited penetration in 2017 compared to unpackaged margarine and butter. Branded butter and margarine suffer from low penetration rates in Pakistan due to their high prices compared with cheaper, unpackaged alternatives. Unbranded alternatives are able to attract the majority of mass consumer demand due to their lower prices as they have little to no tax, packaging and advertising/promotion expenses. Unpackaged products are, however, not included in the scope of this report.

COMPETITIVE LANDSCAPE

Noon Pakistan led sales in butter with a retail value share of 78% in 2017. The company has one of the oldest and most well-recognised butter brands, NurPur, in Pakistan. Recently, the brand underwent major changes with new packaging and active promotion through TV advertising, especially during Ramadan.

PROSPECTS

Butter and margarine is expected to record a 3% retail value CAGR at constant 2017 prices over the forecast period versus the equivalent review period CAGR of 5%. Constant value growth is expected to be lower than that of the review period due to lower expected increases in retail prices over the forecast period. As prices rose more sharply during the review period than expectations for the forecast period, value growth was higher. Retail volume growth is expected to remain in line with that of the review period.

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